About "Da Vinci"

About the "Da Vinci" incident

On July 10 , 2011 , the CCTV "Weekly Quality Report" broadcast Da Vinci's high-priced furniture " foreign brand " identity was accused of fraud. Cases of impersonating fake foreign goods are not uncommon. In the past, domestic products that frequently "fake" foreign goods have been exposed, involving a large number of industry companies. Pretending to be "foreign goods" may temporarily raise your brand image, but once exposed, companies are bound to face a huge crisis of trust. There are many reasons for the current situation of "Da Vinci": 1. Whether the merchants have sold in good faith and whether they are responsible for consumers. 2. Consumers' "Chongyangmeiwai" thinks that it is good to come from abroad. 3. Whether the Industrial and Commercial Supervision Bureau has done strict quality control and can it ensure the authenticity of the products.

Such disclosure for the furniture industry is also a good thing. It regulates the furniture industry and lets consumers understand a hidden rule in the industry, so that regular merchants can survive. Some media reported that the "Da Vinci" incident was not just a simple act of sub-charging, but borrowed a completely counterfeit Italian trademark to sell a large number of extremely low-priced products at high prices. Chinese consumers blindly pursue the psychology of Italian luxury goods. "
   

  Many consumers believe that foreign technology is advanced, and we still have a lot of domestic technology to introduce in terms of manufacturing, so they feel that it is better to buy directly.

In addition, there are some factors that "respect foreign countries and foreign countries", and always think that foreign countries are good. Actually, I don't know the truth at all.

Da Vinci Furniture is arguably the most influential high-end furniture brand in China, known for its high price. Some consumers claim that the main reason for buying it is because the furniture they sell is an “ international super-brand ” produced in Italy , and the materials used are “natural high-quality raw materials” that do not pollute. The Italian media said, "This case may become a turning point in the Chinese luxury market. The purchasing power of Chinese consumers is becoming stronger and stronger, and the recognition of Italian brands even exceeds that of Italians." , Public opinion uproar. People should also have a deep understanding of foreign furniture.

It is somewhat difficult to fundamentally change consumers ’awareness that foreign things are good. Industry insiders say there are only two aspects to judging fraud in the furniture industry. One is the price and the other is the material. The difference between solid wood and wood-based panels is huge. According to Shanghai ’s industry-specific labels stipulated by the Shanghai Furniture Industry Association, furniture base materials, fabrics, accessories, paints and other information must be written on the label. Da Vinci Furniture has been reluctant to use this label, and its self-made label is unknown. . Therefore, our local furniture must be customized at reasonable prices, and secondly, we must strictly follow this standard to make the label well and be responsible to consumers.

    "Corporate integrity" comes from efficient market supervision, and the topic of integrity caused by "Da Vinci Furniture" should be said to be a class of integrity for the regulatory department-whether the company lacks integrity, the key is in your hands. In fact, do consumers expect luxury companies to turn around and become moral models and modest gentlemen? Never before, what consumers hope for will always be that the regulatory authorities make good use of the power conferred by the public to effectively urge enterprises to operate with integrity.

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